Rooted & Rebuilding
Supporting Small Businesses through Eaton Fire Recovery
In 2025, in response to the devastating wildfires that ravaged communities across LA county, we launched Rooted & Rebuilding – a grant program to help small businesses in the most heavily impacted neighborhoods recover.
Through two rounds of grant funding – administered in Fall 2025 and Spring 2026 we provided $510,000 to impacted businesses in Altadena and surrounding neighborhoods, many of them legacy businesses, people of color-owned, and businesses who haven’t received any other support.
Thank you to our donors and funders for making this effort possible. We’re also grateful to the community leaders and organizations who have served as referral partners and helped us reach as many small businesses as possible.
Our grantees
Top industries
- Accommodation & Food Services
- Arts, Entertainment, & Recreation
- Healthcare & Social Assistance
- Retail Trade
- Manufacturing
Businesses served
Operations
Top use of funds
67%
18%
12%
Tribewalks
Tribewalks is a massage and wellness business founded in 2013. They also sell handmade body care products. Check out their website and Instagram to book services and order products.
SPRUILL HOUSE MUSIC, INC.
Stephanie Spruill Brewster is a celebrated singer, percussionist, actress, songwriter, author, producer, and founder of Spruill House Music School of Voice and Artist Development. Book voice lessons and learn more about her illustrious career via her website and Instagram.
Sleep Enhancement Products, Inc.
Sleep Enhancement Products is the maker of the original foot free pillow – a specialized pillow for foot pain. Check out the unique product on their website.
Waterwheel Records
Waterwheel Records is a legendary, family-owned recording label and studio founded in 1987 by siblings Julia, Maxine, Luther, and Oren Waters. Over their decades-long career, The Waters have contributed to more gold and platinum albums than any other vocal group in history, collaborating with icons such as Michael Jackson, Adele, Whitney Houston, Barbra Streisand, and Paul McCartney. Check out their latest holiday release, “Time to Begin Again” which is soon to be released on all major music streaming platforms.
Burgers For Life
Burgers for Life is a pop-up business specializing in smash burgers and cheesesteaks that launched in 2021. Last year, they earned fourth place in LAist’s cheeseburger contest. You can often find them at breweries and bars – check out their upcoming event schedule on Instagram and their website.
Altadena Beauty Supply
Altadena Beauty Supply provides affordable hair products, supplies, and services for both professionals and community members. Their mission centers on inclusivity – offering a diverse range of products for all hair types and cultures. Visit their location on Lake Ave or check out their Instagram to book appointments or view the products they carry.
Federico Arevalo Salcedo
Federico Arevalo Salcedo is a landscaper and gardener serving clients across Altadena, Pasadena, Arcadia, and Sierra Madre since 2005, working with both homeowners and apartment complexes.
Hip Hop for Kids
Hip Hop for Kids is a creative education business that teaches music and literacy through books, songs, and interactive lessons for children. Check out their Youtube, Instagram, and Amazon pages for curriculum and fun, educational hip hop songs.
Brian Whelan Music
Brian Whelan is a musician, producer, session guitarist, and teacher who describes himself as “a plumber for music” – someone who builds, fixes, and brings creative projects to life wherever needed. He launched his career in 2013. Learn more about him and listen to his music on his website.
Fabulessevents
Fabulessevents is a full-service event management company offering catering, décor, and rentals at affordable prices for families in Altadena and beyond. They also sell customized items such as tumblers, t-shirts, and mugs. Check out their offerings and book them for events via their website or Instagram.
Carciofi Design
Carciofi Design is a beautiful boutique in Altadena offering elegant custom invitations, stationery, and gifts. Visit their newly reopened location at Mariposa Junction on Lake Ave, check out their Instagram, or shop their custom stationery online.
Auntie Lana’s Daycare Inc.
Auntie Lana’s Daycare is a licensed home-based childcare business that has operated in Altadena since 2015. The daycare blends structure, creativity, and compassion and proudly reopened in June of 2025. Learn more and register via their website.
Pampered Lady Florist
Pampered Lady Florist is a Black-owned legacy business serving customers with beautiful fresh flowers and arrangements since 1984. Visit her shop on Lake Ave, or buy flowers online via her website.
Lawrence & Colbert
Lawrence & Colbert is a Black-owned legacy business and hair salon that has served the Altadena community since 1978. Founded with the vision of bringing a “Beverly Hills experience” to Altadena, the salon became known for its quality service, in-salon training program, and mentorship culture – helping many stylists launch successful careers of their own. We highly recommend supporting them and visiting their location on Altadena Drive.
Valley Green, Inc.
Valley Green Inc., founded in 2012, provides general construction, insurance restoration, demolition, cleanup, masonry, and remodeling services. Learn more via their website.
Tacos Casa
Casa Catering, formerly Tacos Casa, is an established pop-up and catering business serving authentic Mexican food across LA County. Book them for catering opportunities and check out their next pop-up via their website or Instagram.
Williams Family Child Care
Williams Family Child Care is an in-home childcare business serving children from birth to age 12. The daycare opened over a decade ago and partners with resource and referral agencies like Options for Learning, CCRC, and Pathways LA to provide safe, nurturing care for families in need, typically serving five full-time children and several part-time “drop-ins.”
Veronica Ascencio Montesinos
Veronica Ascencio Montesinos built her cleaning business over 25 years through trust, referrals, and dedication. Starting on her own, she has expanded to serve homes, apartments, and events, and also partners with realtors.
Butler Elder Daycare
Butler-Elder Family Childcare is a licensed home-based daycare serving up to 14 children ages 10 months to 8 years in partnership with Options for Learning. The program is deeply involved in the Pasadena community, with children performing at local events and churches. Learn more on their Daycare profile.
Hunter’s Handyman service
Hunter Benites serves clients across Altadena, Pasadena, and La Cañada, providing affordable, reliable home repairs. Check out his Yelp page to book services.
The Wellrock
The WellRock is a private gym in Altadena that offers small-group and personal training for over a decade. Check out their schedule and book classes via their website and Instagram.
Linares Landscaping LLC
Linares Landscaping is a family-run business providing residential landscaping and gardening services across LA County. Check out their website and Instagram to learn more or book their services.
Crescent Yoga LLC
Crescent Yoga is a studio in Altadena offering yoga and meditation classes, wellness workshops, and branded apparel since 2023. Check out their offerings and book classes via their website or Instagram.
Renovators General Construction Inc.
Renovators General Construction is a small business specializing in home repairs, renovations, and small builds primarily in Altadena. As one of the first 60 families to receive building permits, he’s now preparing for his first inspection and has been using his experience to advise neighbors beginning their own rebuilds. Check out their BizProfile page to learn more.
Tannous Mike’s Electric Co.
Tannous Mike’s Electric Co. is a family-run electrical business founded in 1985. The company provides residential and commercial electrical services – including installation, repairs, maintenance, and EV charging station setup – throughout Altadena and Pasadena. Learn more about them and book services via their website.
Jake Viator
Jake is an audio engineer and sound system designer who has operated his home-based studio since moving to Los Angeles in 2009. In addition to his freelance work, Jake holds a full-time role at Stones Throw Records supporting vinyl production and teaches part-time at CalArts. Learn more about Jake on his website and Instagram.
McGinty’s
McGinty’s Gallery at the End of the World is a beloved Altadena art and vintage shop that has been operating for over a decade. Recently reopened at Mariposa Junction, it is offering a space for local artists to exhibit their work and help the Altadena arts community heal and reconnect. Check out their website and Instagram to receive updates on upcoming shows and events, and visit their location at Mariposa Junction to see beautiful art and shop unique vintage items.
Greene & Greene LLC
John Carroll Kirby is a Pasadena-born pianist, composer, and music producer who began his career in jazz before expanding into touring, studio work, and producing for other artists. Listen to his music and learn more about John on his website and Instagram.
Alfonso Ramiro Nunez Martinez
Alfonso has owned and operated a landscaping business for over a decade, serving clients across Pasadena, Altadena, and Sierra Madre.
Norma Ruiz
Norma Ruiz Perez has operated a residential cleaning business for over a decade, serving clients across Altadena, Pasadena, Sierra Madre, La Cañada, and Glendale.
Sidecca
Sidecca is a clothing and novelty retail store that has long been a staple in the Altadena community. The store sells Altadena merchandise and is deeply committed to the community. Check out their website and Instagram to learn more.
Hot Shrimp Mami
Hot Shrimp Mami is a growing seafood business in Altadena that provides delicious seafood plates, king crab leg, and catering. Follow their Instagram to see where they are posted daily.
Sparce Studio LLC
Sparce Studio, LLC, is a consulting practice that provides technical and creative solutions to artists, museums, and cultural institutions across Los Angeles. The business specializes in complex creative projects requiring custom software applications, electronics, 3D modeling, and mechanical design. Learn more about the business and their services by visiting their website and Instagram.
Clark Family Childcare
Clark Family Childcare provides a nurturing environment to help children learn, play, and develop among other similar aged children.
Gunawardena Family Child Care
Gunawardena Family Child Care, established in 2003, is a licensed daycare that operated for over two decades out of the owner’s home in Altadena. The business has been severely disrupted as a result of the wildfire. If you are looking for childcare, check out their website to learn more.
Altadena Ale & Wine, Inc.
Altadena Ale & Wine, Inc. has served the Altadena community since 2011 as a locally owned neighborhood bottle shop and gathering place. Stop by their shop and visit their website and Instagram to learn more.
Dockum Research Laboratory, Inc
Dockum Research Laboratory Inc is a dental manufacturing business operating since 1981, producing specialized dental products with custom-built machinery. Learn more on their website.
Pampered Bee
Pampered Bee provides gentle, natural skincare products for baby and Mama. Check out their website or Instagram to learn more about their product line.
Magpie Grill Inc/ Mota’s Mexican Restaurant
Mota’s Mexican Restaurant was founded nearly 20 years ago by Adolfo and Irene, long-time residents of Altadena. The family-owned restaurant has become a neighborhood staple known for its fresh, authentic Mexican food and welcoming atmosphere, serving local families, workers, and longtime community members. Stop by their restaurant on Lincoln Ave.
Urban Homestead, Inc.
The Urban Homestead began in the mid-1990s as a family-run urban farm and community initiative focused on growing food sustainably within the city and sharing self-reliance skills with the broader community. Over time, they evolved into a neighborhood hub offering locally grown produce via their popular CSA Farm Box program, educational workshops, and community programs that promote sustainable living and a local food economy. Check out their website and Instagram to learn more.
MotherCluck Inc DBA Mother Moo Creamery
Mother Moo Creamery is a locally owned ice cream shop in Sierra Madre that produces ice cream, pies, and baked goods in-house. Check out their website and Instagram to learn more.
Kat’s Macron’s and Stuff
Kat’s Macarons & Stuff is a licensed cottage food bakery specializing in unique, custom macarons. Support their business by placing your next macaron order on their website and check out their latest designs on their Instagram.
Altadena Beverage and Market, LLC
Altadena Beverage is a neighborhood market with deep roots in the Altadena community that offers curated goods, including fresh bread, flowers, wine, and kitchen items, while hosting community pop-ups that support local makers. Check out their website and Instagram to learn more.
Ferrazzani
Ferrazzani’s, founded in 2014 began as a small operation in a laundry room and has since grown into a retail storefront, pasta manufacturing space, and community hub in Altadena. Check out their website and Instagram to learn more.
No Sand Tan, Inc
No Sand Tan is a Pasadena based tanning salon offering an array of tanning services. Check out their website and Instagram to learn more about their services.
Dental Spa
CA Dental Spa, provides dental services to the Palisades community while uniquely massage therapy to create a calming environment for patients with dental anxiety. Check out their website to learn more about their services.
Altadena Cookie Co
Altadena Cookie Company was founded in 2021 as a cottage food business and after many setbacks including the Eaton wildfire and hard work, recently opened their brick and mortar location in October 2025 serving delicious cookies in Altadena. Check out their website and Instagram to learn more.
Octavia’s Bookshelf
Octavia’s Bookshelf, an independent bookstore in Pasadena dedicated to uplifting BIPOC authors and creating a welcoming community space for readers. Check out their website and Instagram to learn more.
Lark Farnum Design
Lark Farnum Design creates timeless dreamy florals that push beyond trends for all occasions. Be sure to check out their website and Instagram to learn more.
Practice Altadena, LLC
Practice Altadena focuses on providing straightforward, supportive, yoga-inspired movement. As a result of the Eaton wildfire a major portion of their client base has been displaced. Be sure to check out their website and Instagram to learn more about their space and classes.
The Loop Resale
The Loop is a resale boutique that operates on a “buy, sell, trade” model that encourages sustainable consumption. Pieces are thoughtfully picked so that customers feel there is something for everyone when they shop at The Loop. Check out their website and Instagram to learn more.
Solitude Ceramics
Solitude Ceramics, a small ceramics business that offers workshops for all ages and sells handmade ceramic products through pop up events. Check out their Instagram to learn more.
